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Brand Crisis Management
Brand reputation is probably the most crucial asset of a company. It is the asset, which creates goodwill for a company in their customers’ minds.
Brand reputation is probably the most crucial asset of a company. It is the asset, which creates goodwill for a company in their customers’ minds. When people think about a company or their products, they are often subconsciously thinking about the company’s brands and not really the company or its products per se. That reputation is what brings in talent, generates revenues and retains customers. A reputation of real value takes a long time to grow - like a tree. It also takes only a short amount of time to cut the tree down. All it takes is a marketing crisis and some mishandled management for that tree to fall. Years of reputation and credibility are gone
This course will focus on key elements of crisis-related issues that are relevant for companies and their brands – before, during, and after a crisis. In an age when any misstep of a company is subject to tremendous scrutiny and attack from various stakeholders in society such as consumers, media, government, NGOs, and consumer advocacy groups which in turn has the potential to hurt the brands owned by the company, the necessity for smart and effective handling of the crisis is greater than ever. The structure of the course will incorporate the various stages of handling brand reputation crisis: prevention, preparation, response, and rebuilding. Emphasis will be placed on practical illustrations of crisis through case studies and simulations by internal faculty as well as top management practitioner from the industry.
Program Objectives
- Participants will get to learn about the practical foundations to anticipate potential crises and develop methods of avoiding or minimizing damage to brands when a crisis occurs.
- Students will understand the impact of crises on the brand, the organization, and its stakeholders.
- Students will demonstrate methods of diagnosing and finding solutions to a crisis that potentially may impact the brand.
- Assess the situations which may qualify as an actual case studies of brand crises crisis
- Control brand crises without intensifying the situation
- Respond in a timely and effective manner to benefit the company and its brands
- Elements of a Crises Command Center, Process, Protocols and People
Pedagogy
The pedagogy to be followed in the course will include a combination of lectures,case discussions, and other experiential learning methods such as real-life simulations
Profile of Programme Director
Dr. Anirban Som is an Associate professor in the Marketing Area and Chairperson (International Relations) at IIM Tiruchirappalli. He has completed his PhD studies at Bond University, Australia. He did his M.Sc. (Business) from the National University of Singapore. He holds an MBA degree from the ICFAI Business School (Hyderabad campus), India. He had worked at HCL Infinet Ltd, India after his MBA studies. His areas of academic interest include consumer behavior, judgment and decision-making, and brand crisis management. Anirban has published research articles in FT -50 listed journals like the Journal of Business Ethics (JBE), and ABDC listed top tier journals like the Journal of Business Research (JBR), International Journal of Research in Marketing (IJRM), Australasian Marketing Journal (AMJ). He has presented papers at various top international conferences like the Australia & New Zealand Marketing Academy Conference, European Association for Consumer Research conference, MARCON - IIM Calcutta, Association for Consumer Research (ACR)Asia Pacific Conference, and Association for Consumer Research (ACR) North America. Anirban is currently a lecturer at IIM Trichy for doctoral and MBA /Executive MBA-level courses in the marketing area. He has been the program director and course instructor for several Management Development programs of leading corporations in the field of construction and heavy engineering, manufacturing, docks and shipyards, rural development etc. As Chairperson of International Relations), he is in charge of developing academic collaborations with foreign universities for student exchange, faculty exchange, and joint research with foreign universities. Anirban has received various scholarships and awards. He won a dean’s scholarship at Bond University and also received an AUD$ 5,000 research grants for research excellence at Bond University. He was awarded the NUS Research scholarship for his master’s studies at the National University of Singapore. Anirban likes interacting with people and is an avid follower of games like cricket and football.
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Profile of Expected Participants
This course covers concepts that are equally applicable to entrepreneurial firms, small & medium enterprises, and large, established organizations. Naturally, entrepreneurs, proprietors of small businesses, and mid-to-senior level executives in medium and large organizations are all potential participants for this course.
IIM Tiruchirappalli is the eleventh IIM and was instituted on 4th January 2011. Tiruchirappalli is a city known for its prominence in education, spirituality, art and culture and IIM Trichy tends to benefit from this.
